Delivering Marketing Communications

21-06-2020 - 25-06-2020 3300 دبي

 

Course Introduction:

 

Successful marketers maximize their sales opportunities by using integrated marketing communications, which include advertising, personal selling, promotion, direct marketing, public relations, customer relationship management and electronic media. Prepare an integrated marketing communications plan as part of the course's curriculum.

 

Course Objectives:

 

By the end of the program, participants will be able to:

  • Examine the concept of exchange in the marketing context
  • Assess the role of promotion in the context of the marketing mix
  • Consider the range and potential impact of marketing communications
  • Identify the key characteristics of each major tool in the communications mix
  • Examine the effectiveness of each communication tool
  • Establish a need for marketing communications
  • Compare marketing communications in the consumer and business markets

 

Who Should Attend?

Product and brand managers and product/marketing executives, especially those responsible for marketing.

 

Course Outline:

 

Introduction to Marketing Communications

  • Introduction  
  • The Concept of Marketing as an Exchange 
  • The Role of Communication in Exchange Transactions 
  • Marketing Communications and the Process of Exchange 
  • Defining Marketing Communications 
  • The Role of Marketing Communications 
  • The Marketing Communications Mix 
  • Effectiveness of the Promotional Tools 
  • Selection Criteria 
  • Management of the Promotional Tools 
  • Context and Marketing Communications 
  • Communication Differences  

 

Communication Theory 

  • An Introduction to the Communication Process 
  • Linear Model of Communication 
  • Influences of the Communication Process 
  • Word-of-Mouth Communications 
  • Process of Adoption 
  • Process of Diffusion 
  • Interactional Approaches to Communications 
  • Relational or Contextual Approaches to Communications 
  • Network Approaches to Communications 

 

Understanding How Consumers Process Information 

  • Introduction
  • Cognitive Theory 
  • Personality 
  • Perception 
  • Marketing and Perception 
  • Learning 
  • Attitudes 
  • Changing Attitudes with Marketing Communications 

 

Customer Decision-Making 

  • Introduction
  • A General Buying Decision-Making Process 
  • Types of Consumer Decision-Making 
  • Perceived Risk   
  • Involvement Theory 
  • Hedonic Consumption 
  • Consumer Decision-Making Processes 
  • Organi zational Buying Decision Processes 
  • Unifying Models of Buyer Decision-Making   

 

How Marketing Communications Might Work

  • Introduction
  • Context – Strategy and Marketing Communications 
  • The Emergence of Marketing Communications 
  • The Role of Marketing Communications 
  • How Does Marketing Communications Work? 
  • Cognitive Processing 
  • Elaboration Likelihood Model 
  • Interaction, Dialogue and Relationships 
  • Developing Significant Value 
  • Towards a Model of Marketing Communications 

 

Marketing Communications: Strategies and Planning 

  • Introduction
  • Understanding Strategy 
  • Market Segmentation 
  • The 3Ps of Marketing Communications Strategy 
  • Strategic Balance 
  • Internet Strategies 
  • Developing a Marketing Communications Plan 
  • The Marketing Communications Planning Framework 
  • A Framework For Integrated Marketing Communications Plans 
  • Links and Essential Points 

 

Marketing Communications: Objectives and Positioning 

  • Introduction
  • The Role of Objectives in Corporate Strategy 
  • The Role of Promotional Objectives and Plans 
  • Derivation of Promotional Objectives 
  • The Need for Realism when Setting Promotional Objectives 
  • SMART Objectives 
  • Positioning: An Introduction 
  • The Development of the Positioning Concept 
  • The Positioning Concept 
  • Developing and Managing a Position 
  • Positioning Strategies 
  • Repositioning 

 

Branding and the Role of Marketing Communications 

  • Introduction
  • Brand Characteristics 
  • Benefits of Branding 
  • Brand Portfolios: Architecture and Forms 
  • The Strategic Role of Branding 
  • The Role of Marketing Communications in Branding 
  • Business-To-Business Branding 
  • Online Branding 
  • Brand Equity 

 

Corporate Identity, Reputation and Branding 

  • Introduction
  • Corporate Identity or Corporate Branding? 
  • Corporate Communications  
  • Dimensions of Corporate Image 
  • Elements of Corporate Identity  
  • Corporate Reputation 
  • Strategy and Corporate Identity/Image 

 

Financial Resources for Marketing Communications 

  • Introduction
  • Trends in Promotional Expenditure 
  • The Role of the Promotional Budget 
  • Benefits of Budgeting 
  • Difficulties Associated with Budgeting for Communications Spend 
  • Models of Appropriation  
  • Techniques and Approaches 
  • Competitive Parity 
  • Advertising-To-Sales Ratio 
  • Share of Voice
  • Appropriation Brand Types 
  • The Value of Brand Communications 
  • Profit Impact on Market Strategy (PIMS) 
  • Which Methods Are Most Used? 
  • Budgeting for the Other Elements of the Promotional Mix   

 

Evaluating Marketing Communications 

  • Introduction
  • The Role of Evaluation in Planned Communications 
  • Pre-Testing Finished Advertisements 
  • Physiological Measures 
  • Post-Testing 
  • Other Tests 
  • Sales Promotion 
  • Using Technology to Evaluate Sales Promotions 
  • Public Relations 
  • Sponsorship 
  • Personal Selling 
  • Online Communications 

 

Advertising and Strategy 

  • Introduction
  • The Role of Advertising 
  • Emotion in Advertising 
  • Advertising Models and Concepts 
  • The Strong and Weak Theories of Advertising 
  • Using Advertising Strategically 
  • Advertising to Engage 

 

Advertising Messages and Creative Approaches 

  • Introduction
  • Message Source 
  • Message Balance 
  • Message Structure 
  • Message Presentation 
  • Advertising Tactics 

 

Media Behaviour and Planning: Delivering The Message 

  • Introduction
  • Media-Switching Behaviour 
  • Vehicle Selection 
  • Media Planning Concepts
  • Effective Frequency 
  • Recency Planning 
  • Media Usage and Attitudes 
  • Efficiency 
  • Media Source Effects 
  • Scheduling 

 

Sales Promotion 

  • Introduction
  • Understanding the Value of Sales Promotions 
  • The Role of Sales Promotion 
  • Sales Promotion Plans: The Objectives 
  • An Overview of How Sales Promotions Work 
  • Loyalty and Retention Programmes 
  • The Strategic Use of Sales Promotions 
  • Methods and Techniques 
  • Sales Promotions: Manufacturers to Resellers 
  • Sales Promotions: Resellers to Consumers 
  • Sales Promotions: Manufacturers to Consumers 
  • Sales Promotions: The Salesforce 
  • Other Sales Promotion Aids  

 

Course Methodology:

 

A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation

 

Course Fees:

 

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

 

Course Timings:

 

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session

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2020
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